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Theoretically, you could shift the responsibility of displaying ads and tracking users to the publishers, with requirements to publish back to the ad networks g
by lifty 11y ago
Theoretically, you could shift the responsibility of displaying ads and tracking users to the publishers, with requirements to publish back to the ad networks granular information about every impression. The ad networks could then check for cheating by randomly accessing the publishing website to make sure all the requests are reported back by the publishers.
- 7952 11y agoOr shift the responsibility for displaying content onto the ad network! At least the page might load more quickly if Google are serving it.
- dazmax 11y agoThe Facebook Instant Articles thing is in a good position for this. Move content to special-purpose browsers controlled by the company serving the ads.
- pjc50 11y agoThis inversion seems likely to be the way it goes. Networks buying content (TV model), rather than publishers buying ads (newspaper model). People keep trying to start paid-for publishing networks. Maybe Netflix will start reaching out to prominent youtubers and take them on as series? Maybe Reddit should find a way of giving "gold" to the link target of a post as well as just commentators?
- dmritard96 11y agoRight, its basically just inserting the publisher as a man in the middle and coming up with a decent enough validation scheme. And I don't think the current system is perfect, so the bar not be any higher - seems like right now its easy to fake impressions with scrapers/virtual devices etc.
- lifty 11y agoIndeed, there are many things that could be improved about the current system. I am personally hoping that the uptake in ad blocking software will lead publishers to diversify their revenue streams and find better ways to monetize their content. Companies like Blendle are making great progress in that direction and I hope we will see more innovation in that space.